Microsoft Launches Search Engine for China — But Don’t Call It Bing

By

WSJ Staff

Jun 12, 2009 10:42 am ET

After a brief hiatus last week, software giant Microsoft’s Bing search engine is back online in China.

Microsoft launched a Chinese version of Bing on June 1 at cn.bing.com, marking the first time the company has offered a Web product specifically targeted at the 298 million Web users in mainland China. But unlike its American counterpart (and like many of the other international versions of Bing), Chinese Bing is still a bit of a shell at this point, without all of the handy features that are available on the U.S. search engine.

And in China, Microsoft prefers not to call it “bing,” since that sound can have several meanings in Mandarin, depending on the tone and character associated with it. For example, this word: 病. Pronounced bing (fourth tone), it means “sickness” or “to be ill,” something most people would prefer to avoid. Other “bings” mean ice, soldier and pancake.

The Chinese version has thus been named “biying” (必应) which means “must respond/answer” and which Microsoft is marketing it as a“decision engine”– something that will provide information to assist Internet users with their decision-making processes. Continue reading on China Journal

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